A good pair of shoes can help someone feel more confident and capable to take on the world, or at least that’s the thinking behind the latest Soles4Souls campaign, developed with a Canadian agency.

U.S. non-profit Soles4Souls takes shoe and clothing donations to distribute to people in need. The organization recently launched its first North American campaign, guided by Toronto agency Fuse Create.

“Doors of Opportunity,” the new non-profit’s new creative, is built around the classic saying “No shirt. No shoes. No service.” The campaign is anchored around a 60-second video demonstrating how proper shoes can open doors to better opportunities. 

The spot shows a girl with a threadbare pair of sneakers stopped by a sign reading “No shirt. No shoes. No opportunity.” As she hesitates, the ad reminds viewers that proper shoes and clothing can increase school attendance by 97%, and urges viewers to take action with a call for donations. The spot ends with the girl stepping outside, more confident, with a new pair of sneakers.

“Through this campaign we turned a well-known business sign on its head to highlight the issue, bring it close to home and demonstrate the dramatic impact proper shoes and clothing can have on people’s lives,” Fuse Create ECD Steve Miller said.

The first phase of the campaign launched earlier this month, using a media mix that includes a robust social media buy, digital, OOH and influencer partnerships. Various campaign elements behind “Doors of Opportunity” are also planned to be leveraged at donations drives around Canada and the U.S.

A second phase of the campaign is scheduled to debut later this year.